About ads in App campaigns

App campaigns run ads across the Google Search Network and the Display Network, including Google Play, within other apps and on YouTube. These campaigns generate your ads based on your app listing in the Google Play Store, a few independent lines of text and an optional YouTube video link. Google Ads can mix and match these separate assets to build ads for your app and optimise the ad format for app installs. Learn how to create an App campaign.

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How to use text in your ad

The most important thing to note about these ads is that each line of text that you enter must be able to appear in any order with your other text, alone or not at all. These lines must also be under 25 characters in length. Here's an example:

Yes checkmark Independent text order Dependent text order
  • Idea 1: Start playing today
  • Idea 2: Sign up for our app


  • Idea 1: Sign up for our app
  • Idea 2: Start playing today
  • Idea 1: Get the newest version
  • Idea 2: of the best game around


  • Idea 1: Of the best game around
  • Idea 2: Get the newest version

Where your ads can appear

App campaigns use automated targeting, so it's not necessary to select keywords or placements to designate where you want your ads to appear. Google Ads optimises the number of installs that you'll get from your ads by searching out the highest-potential placements for your ads based on your app's listing in the app store.

How assets are used to create ads

App campaigns run ads in different formats and across different networks. These campaigns do the customisation for you by taking your individual assets and combining them to create a full ad. Content that you provide may be dropped, cropped or modified during the ad serving process. If you don't add your own video, one may be made for you. In some cases, an interactive preview or experience from your app may be shown. This ensures that users get a great experience from your ad, no matter when and where they see it.

Exclusion settings

By choosing to promote your app with Google, you understand that your app may show in any of these ad formats and across any of these networks. App campaigns respect your account settings, regarding any exclusions that you’ve set for web pages and apps. Learn about how you can exclude web pages and apps.

Things to bear in mind

  • Your ads won't be translated. Make sure that your language targeting matches the language used in your ads.
  • Because all of the ads in an App campaign are generated by Google Ads, you won't be able to see how each one is performing. Your ad metrics and performance will appear in the table on 'Campaigns' page
  • You don't need to create ad groups because your entire campaign is considered an ad group.
  • Make sure that you create separate App campaigns for each app that you're promoting.


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